Chinese fashion brand launch helps export value jump

Minister Blair and China's 'first supermodel' and Comme moi owner, Lu Yan. Minister Blair toured a Comme Moi store in Shanghai this week as part of his trip to China supporting NSW exporters and primary producers at the China International Import Expo.

NSW woolgrowers may not have heard of Comme Moi, but Comme Moi has heard of them.

Comme Moi, a high end Chinese fashion brand that launched an Aussie wool collection earlier this year, is one of the reasons that NSW woolgrowers have seen the value of exports jump 34 per cent in the last financial year.

Minister for Primary Industries, Trade and Industry, Niall Blair toured a Comme Moi store in Shanghai this week as part of his trip to China supporting NSW exporters and primary producers at the China International Import Expo.

Mr Blair said that Australians all know and love wool products and it was great to see first-hand that Chinese consumers are falling in love with them in the same way.

“It’s particularly exciting to see brands like Comme Moi using Australian merino wool as part of their collections, ensuring Chinese customers discover just how versatile wool can be,” Mr Blair said.

“Comme Moi’s owner, Lu Yan has experienced NSW wool first hand when visiting Yass earlier this year to launch the brand’s newest collections and learn more about the quality wool coming out of NSW.”

Mr Blair said China’s demand for Australian wool has increased significantly since 1990, growing from just four per cent of Australia’s wool exports to a whopping 78pc today.

“Around one quarter of all Australian wool exports are from NSW wool growers, with NSW exports to China now valued at $715 million,” Mr Blair said.

“I’d like to congratulate Woolmark, which is celebrating 50 years of working in China this year.

“The remarkable export story we are telling today is a result of its work and of course the hard work of NSW wool growers.”

Woolmark Managing Director Stuart McCullough said that China has been an immense success story for wool growers across the country.

“We have been in the market for 50 years working with buyers and fashion labels, educating them on the benefits of this incredible natural fabric,” Mr McCullough said.

“Once upon a time, most of these exports were processed in China and then shipped to a third country but now half of all exports are used and consumed by the Chinese domestic market.